Head of Digital and Content

This is an exciting and pivotal leadership role at the heart of Kinship’s digital transformation. You’ll lead a talented and ambitious team to deliver and develop live digital services, accessible content and user-centred products that kinship carers rely on to access support.

This role does not own all services delivered through digital channels. It owns selected shared digital products while also enabling teams across Kinship to deliver their work effectively through digital platforms, content and journeys, while teams retain ownership of their services and outcomes. You’ll provide leadership on standards, user experience, accessibility and innovation.

This is a role for a digital leader who is both strategic and operationally grounded. You’ll balance innovation with delivery, experimentation with governance, and ambition with accountability. You’ll champion inclusive, accessible and co-produced design, ensuring digital products support real-world service delivery and improve outcomes for kinship families.

See the job pack linked at the bottom of this page for more information.

Digital leadership and strategy

• Lead the Digital and Content Design team, setting clear priorities and building a culture of high performance, accountability and continuous improvement.
• Own and deliver Kinship’s digital strategy and product roadmap, covering the website, Kinship Compass, Kinship Minds, the AI tool and other digital services, excluding marketing and social media.
• Provide digital leadership across Kinship, strengthening capability and effective cross-organisational working.
• Lead responsible digital innovation, ensuring AI and emerging technology are used where they clearly improve service delivery, accessibility and user experience.
• Take accountability for digital budgets, agency relationships and delivery against agreed outcomes, timescales and quality standards.
• Horizon scan and translate external digital developments into practical, service-led improvements for Kinship.
• Contribute to organisational planning, reporting and income generation linked to digital innovation.

Website, content and digital product development

• Lead the ongoing development and innovation of Kinship’s digital platforms to ensure they are user-centred, accessible and continuously improved.
• Oversee the content strategy and governance for Kinship’s website, Kinship Compass and new e-learning platform.
• Work with internal colleagues to improve our workshop booking system.
• Ensure a consistent content design approach across all digital platforms, grounded in user need, plain English, trauma-informed practice and continuous testing and improvement.
• Lead the content design team to develop content for strategic projects working collaboratively with subject experts and kinship carers.
• Work closely with Advice and Training teams to ensure digital platforms and content design support service delivery, quality standards and DfE contract requirements.
• Develop an excellent understanding of end-to-end audience experience and how the website, online content and digital products can drive effective online services and enhance the kinship ecosystem. Map the user journeys across our website and digital products leaving no dead ends.
• Ensure integration across all platforms (e.g. website, telephony, Salesforce, Kinship Minds) to create seamless user journeys for kinship carers and internal teams.
• Embed meaningful participation and co-production with kinship carers in digital service and content development.
• Drive accessibility and inclusion, ensuring our digital services reach and work for all kinship carers, including those with lower digital literacy.
• Ensure strong digital governance, accessibility, documentation and use of insight to continuously improve performance and impact.
• Oversee SEO, analytics and data-driven optimisation to improve engagement, performance and impact.

See the job pack linked at the bottom of this page for more information.

Digital leadership and strategy

• Significant senior digital leadership experience covering strategy, delivery, KPIs, budgeting and reporting.
• Proven ability to think strategically, set direction and connect digital development to organisational goals.
• Experience in managing complex stakeholder relationships with confidence and diplomacy.

Service and content design, user-centred practice and inclusion

• Experience designing and delivering end-to-end digital services for families in crisis or underserved communities, including the interface between digital platforms and frontline support.
• Experience leading or embedding content design as part of service delivery, not solely communications or marketing.
• Proven ability to design content that helps people understand options, make decisions and access support in complex or high-stress contexts.
• Experience applying service design principles to digital services, including understanding end-to-end journeys, touchpoints and handoffs between digital and human support.
• Strong commitment to user-led design and co-production, ensuring kinship carers’ voices shape services, content and learning journeys.
• Demonstrable commitment to equity, diversity and inclusion.

Product and platform delivery

• • Successful track record leading mid–large scale website and digital development projects.
  • Experience managing digital agencies and consultants to deliver on time and to budget.
  • Strong understanding of digital governance, safeguarding, risk and data protection.

Technical and analytical capability

• Credible technical expertise for a senior role, including SEO, analytics and optimisation.
• Skilled in interpreting performance data to drive continuous improvement.
• High digital and data literacy, including confident use of Salesforce and integrating systems with digital products.
• Excellent project management experience and commitment to taking accountability for tools like Asana and Notion.   

Team leadership and culture

• Substantial experience leading dispersed teams, including wellbeing, performance and professional development.
• Ability to provide clear direction, set boundaries and motivate teams with empathy and confidence.
• Positive, solutions-focused mindset with a commitment to innovation and improvement. 

General characteristics and attributes

• A real commitment to equity, diversity and inclusion within your role.
• A respectful approach to working with people from a range of backgrounds.
• Understanding of safeguarding particularly around vulnerable families.
• Commitment to the values, aims and objectives of Kinship.
• Flexible and willing to travel for work across England. 
• Excellent written and spoken English.
• Permission to work in the UK.

• appropriate technical diploma or post graduate certificate
• accredited marketing diploma (CIM / CAM / IDM for example)
• lived experience of kinship care
• understanding of embedding trauma informed approaches
• experience of working across two nations (England and Wales) would be helpful
• understanding of children’s social care
• experience using Salesforce, Notion, AI tools or digital learning management systems